The Science of Coffee The hard business of selling beautiful coffee, part 2
May 19, 2025
Discover the inspiring journey of a Brazilian coffee farmer as he transitions from mining consultancy to specialty coffee production. Learn about the challenges faced in securing fair prices and the innovative strategies employed by him and his daughter to connect with buyers. The emotional dynamics of family support and the personal losses they endure highlight the human aspect behind every cup. Explore the complexities of establishing a reputation in the American market and the impact of direct trade in shaping their specialty coffee future.
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Specialty Coffee Requires Pricing Power
- Producing specialty coffee demands higher prices because it takes more time and money than commodity production.
- Vicente found his traditional buyers paid far below what specialty requires, threatening the farm's sustainability.
Daughter Built Local Buyer Network
- Vicente's daughter Marina built relationships with roasters in Rio while living there and helped sell the farm's coffees directly.
- James met some of those roasters, showing how face-to-face ties began the farm's direct-sales journey.
Add Services To Command A Premium
- Offer services beyond beans to earn premiums, like roast profiles, warehousing, and transport.
- Vicente used these services to earn about 10% above the C price from Brazilian roasters.